DGTOOHL partners with Magnite to scale programmatic DOOH in India
Aims to bring transparency, real-time execution and data-driven accountability to India's traditionally opaque OOH advertising ecosystem.
DGTOOHL has announced a strategic partnership with Magnite to expand programmatic Digital Out-of-Home (DOOH) advertising capabilities in India.
The collaboration is positioned to address long-standing challenges in the outdoor advertising sector, particularly around limited visibility, manual workflows, and a lack of delivery assurance.
By integrating programmatic infrastructure, the partnership aims to make DOOH more measurable, transparent, and accessible to advertisers.
Outdoor advertising in India has historically operated with minimal tracking and accountability, often leaving advertisers with little clarity on campaign execution.
The shift toward programmatic buying introduces the ability to track, audit, and optimise campaigns in near real time, bringing the medium closer to the standards of digital channels.
As part of the tie-up, Magnite will facilitate connectivity between DOOH inventory and global demand-side platforms, enabling advertisers to plan and activate outdoor campaigns programmatically.
This allows for more efficient media buying, reducing reliance on intermediaries while improving execution speed and oversight.
The move also reflects a broader evolution of DOOH as an extension of the digital media ecosystem. With programmatic already well established across mobile, web, and connected TV, outdoor advertising is increasingly being integrated into cross-channel strategies to drive greater visibility and recall.
Categories such as FMCG, real estate, automotive, retail, and CSR, traditionally strong users of outdoor media, are expected to be early adopters of programmatic DOOH. The integration is expected to enable near real-time activation, streamlined execution, and improved campaign monitoring.
The partnership underscores a wider industry push to align outdoor advertising with digital standards, positioning DOOH as a more accountable and data-driven medium within modern media planning.
Mayank Sharma, co-founder and CTO, DGTOOHL - A Mobiyoung Product, said, “Programmatic DOOH is bringing a much-needed shift in how outdoor advertising is planned and executed. By introducing transparency and real-time capabilities, we enable advertisers to move beyond traditional limitations and adopt a more measurable, data-driven approach. Our partnership with Magnite strengthens this ecosystem by connecting supply with global demand efficiently.”
Jerit Kunjumon, senior account manager, Magnite, added, “As advertisers increasingly look for unified and measurable media solutions, programmatic DOOH presents a strong opportunity to extend digital strategies into the physical world. By combining DGTOOHL’s capabilities in inventory aggregation, geospatial targeting, and audience analytics with Magnite’s global programmatic infrastructure and supply-side expertise, we are enabling advertisers to access outdoor media with greater precision, efficiency, and scale.”